At this point Nielsen’s costs have become so ingrained in the economics of TV advertising that it’s like a sales tax. However, additional taxes are set to be levied with TV networks and advertisers planning to eventually support alternative measurement providers, like Comscore, iSpot.tv, Samba TV and VideoAmp, as currencies. And those taxes can add up. Still, advertisers and their agencies do pay measurement costs. And they are similarly feeling their pocketbooks pinched by the potential fee increases. “The economics are huge…. As an agency, I’m going to subscribe to Comscore, iSpot, VideoAmp and Nielsen?” said one agency executive.

Web3 is influencing new ownership models and redefining the relationships between leagues, owners, players and fans. Driven by blockchain, cryptocurrency, NFTs, Avatars and DAOs, this new player/fan-oriented model is transforming the sports industry as it enters the Metaverse. Join us to discuss how Web3 will empower fans to become owners, bringing them closer to the sports, athletes and teams they love.

Doug Scott, Co-Founder of Subnation

Peter Hutton, Director of Media Partnerships at Meta

Moderator: Andrew Klungness

Adam Bergman, VP at Vizio Ads, also described his outfit as content-forward. The SmartCast platform powers every new Vizio TV. Bergman mentioned how each TV in a different room in the house provides a different viewer experience. “If it’s good for the consumer, then it’s a business choice worth pursuing,” Bergman said.

GroupM will also be testing data from iSpot.tv, Comscore and VideoAmp for possible use in the future.

Historically, the technology used to deliver TV programming and advertising to viewers has evolved much faster than the ability to measure it. Now, as CTV and streaming explode, there’s an opportunity for measurement to get ahead, establishing future-proof currencies for today’s multiformat reality.

Tubular Labs can now bridge social video viewing with shopping behavior on Walmart ecommerce for its Tubular Consumer Insights product. The offering, which already provides data correlating social video behavior to Amazon shopping data across thousands of products and categories, now connects the dots between views and shopping behavior on both retailers. Said Josh Schmiesing, Tubular Labs CMO, “With social commerce exploding, Tubular’s Consumer Insights really collapses the funnel for marketers and draws that direct line from reach and engagement through conversion.”

57%. That’s the percentage of clicks on marketers’ emails that occured on mobile devices in the first quarter of 2022 throughout North America, according to data shared with Datacenter Weekly by Cheetah Digital, the enterprise marketing technology company that works with thousands of brands—and sends 1 billion messages to consumers every day on behalf of those brands. Among all marketer categories, restaurants had the highest mobile-device click percentage at 75% (vs. 25% of clicks that came via desktop/webmail), followed by retail at 63% and finance at 61%.

A recent announcement from Tubular Labs reveals new capabilities for its industry-first Consumer Insights product suite. Along with existing data linking social video viewing to Amazon shopping behavior, Tubular has now added Walmart ecommerce data as well. Expanding its data set to include Walmart, Consumer Insights now links audiences with shopping behaviors across the world’s largest retailers. This additional scope provides marketers access to data and insights to identify what’s actually working to drive sales, and make more educated decisions around social video ad buying.

Best overall: VIZIO V-Series 4K HDR Smart TV
Why it made the cut: The VIZIO V-Series 4K HDR Smart TV is a mid-level entry in a crowded market. Its affordable price and expected-from-a-TV features make it a competent buy for most people.

What sets this 4K TV apart from others? The Vizio 4K TV delivers brighter and more vivid colors than standard TVs, thanks to its Quantum color display. This is in part due to a light source behind the screen that brightens or dims automatically based on what you’re watching. Thanks to DTS Studio Sound II support, the audio is excellent too. Some smart TVs are only compatible with Android or Apple AirPlay 2; it’s rare to see one that works with both Android and Apple iOS. But this Vizio TV does! It’s compatible with Android smartphones and tablets with the Vizio app and Google Chromecast. And it works with Alexa and Google Assistant devices for smart-home options.

Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by iSpot.tv, the always-on TV ad measurement and attribution company. (Scroll down to watch them all.) A few highlights: Charles Barkley stars in a Father’s Day–themed spot for Dick’s Sporting Goods. (Father’s Day is Sunday, June 19 in the U.S.) Airbnb calls attention to “tasty trips”—food-focused vacations—as part of its continuing “Made possible by Hosts” campaign. And iRobot says that it “has recognized and avoided more objects than any other robot” in a spot that plugs iRobot OS. (See: “iRobot unveils iRobot OS home operating system,” from The Robot Report.)

Cadillac retains its leading position as the automaker with the most-viewed car commercial for the week, with a slightly updated take on its spot touting the Lyric BEV. “Lead The Charge” did just that, propelled by targeting across various news-related programs such as ABC World News Tonight, the Today show, NBC Nightly News and CBS Mornings. Interestingly, iSpot estimates that Cadillac spent the most advertising on the NBA playoffs, but the resulting impressions didn’t crack the list of top-five shows generating the most impressions for the ad. According to iSpot’s Ace Metrix survey data, the spot also has the highest brand recognition score of this week’s list, at 90% (the percentage of viewers who remembered it was a Cadillac ad after viewing it).

Vizio’s P85 is nothing short of spectacular. If you would never spend $3,000 on TV, then I’m not sure I could convince you to try it. But if you’re willing to spend more on luxury, this TV should be on your shortlist. It’s spectacular.

Nicole Baio is on the business development team at Vizio, where she oversees partnerships for WatchFree Plus and manages various connected-TV app and tech partner relationships and development. Previously, she was at Sony Pictures Television-owned Game Show Network, where she held various roles in content distribution and partner marketing.

The movie also benefited from co-marketing national TV campaigns. Applebee’s spent an estimated $4.3 million from two different commercial activations, which was part of a broader marketing deal with the movie. In addition, Porsche was a branded partner for the movie, spending an estimated $1.2 million, according to iSpot.tv.

The event opens with Sean Muller, CEO of iSpot.TV, the leader among the big-data companies offering alternatives to Nielsen that will be a part of this year’s upfront market. In May, Goldman Sachs invested $325 million in iSpot, which was not just a vote of confidence in the company but an indication Wall Street sees data science and advertising technology as a business that will be generating big returns in the relatively short term.

The event opens with Sean Muller, CEO of iSpot.TV, the leader among the big-data companies offering alternatives to Nielsen that will be a part of this year’s upfront market. In May, Goldman Sachs invested $325 million in iSpot, which was not just a vote of confidence in the company but an indication Wall Street sees data science and advertising technology as a business that will be generating big returns in the relatively short term. Muller will be able to explain how iSpot was built, what it shows advertisers that they’ve only guessed at before and what it was able to tell marketers about their investments in huge events like the Olympics and Super Bowl. He will also look ahead at how timely, accurate and granular data can be used by media companies, media buyers and advertisers.

The Finserve industry has undergone one of the fastest digital transformations in marketing history, including how consumers interact with brands in this category. And understanding these declared trends from consumers is critical. New global research commissioned by Cheetah Digital reveals what consumers expect from the Finserve brands they do business with online, the channels they want to connect on, and the data they’re prepared to share in return for more personalized experiences at every stage of the customer lifecycle; from acquisition through to loyalty.

Adam Bergman, VP, National Ad Sales at VIZIO pointed out the advantages of superior measurement that CTV offered as well as the ability to use that data to better target ads to a relevant audience. CTV actually opens the door for new ways for brands to understand the efficacy of their campaigns and through the use of viewing data, can improve an advertisers’ incremental reach, and the ability to connect with streaming viewers whom they couldn’t reach with a traditional TV campaign. For brands, CTV opens up a better understanding of consumer viewership habits -- actually knowing what hits the glass and understanding what consumers care about allows for better campaigns for advertisers. We are moving to a world where all CTV advertising is capable of being addressable which means a more relevant advertising experience for consumers and for brands a better way to connect with local and national audiences in a way that regular linear advertising simply can’t do.

The Tribe Dynamics subsidiary of influencer marketing platform CreatorIQ has shared data with Datacenter Weekly that sheds light on how brands are grappling with the creator economy in their marketing efforts. Tribe Dynamics surveyed executives at 150 brands and found that:
• Slightly more than half (52%) of brands expanded their influencer marketing efforts by investing in new staff in 2021 vs. 2020, while 42% stayed steady and 6% shrunk their teams.
• A sizable majority (70%) of brands say that finding the right creators to partner with is “somewhat” or “very” challenging. But 86% of those surveyed are doing their creator/talent hunting and acquisition in-house, as opposed to outsourcing those efforts.
• Brands are still looking to grow their in-house influencer marketing teams. Some 66% of those surveyed said that they don’t yet have all the necessary team members in place to deliver on plans to scale their brand’s influencer marketing campaigns.